This report aims to generate a deeper understanding of gender discrimination through an analysis of public social media. In it, we provide an overview of our research into the online conversation about men and women in South Africa. The findings discussed in this report are shared with other researchers, practitioners and digital activists to inform policy and practice. They are also used by the heCareZA programme to engage men in self-reflection and healing through creative communications and dialogue facilitation. The long term goal of the heCareZA programme is to engage with thousands of men and support them to effectively promote gender equality, dismantle the cycle of gender discrimination and curtail the perpetration of Gender-Based Violence (GBV) through online and offline dialogue facilitation.